Project Delivery · Manager Coaching Console

Client / program

• Client: HiSkin (aliases: SKIN, The Skin Clinic, HiSkin)
• Program: MemberLift
• Project owner: Ariel West Long
• Client owner: Shannon
• Internal champion: Taylor Duncan

Primary KPI context

• First appointment membership conversion rate
• 20% of the sales force carries 80% of revenue.
• Goal is to elevate the bottom 80% and replace bottom 10% non-performers if they do not follow the required sales process.
• Membership should be sold as a $1,500-$2,000 customer lifetime value relationship, not a one-time $120 first sale.
• Relationship-based rep engagement is the moat; traffic alone cannot create the required client trust.

In scope

• Service memberships
• Service packages
• Front desk sales process
• Aesthetician handoff
• Checkout membership pitch
• SMS/email follow-up
• Automation templates
• Sales scripts
• Objection handling
• Manager coaching
• Weekly sales meeting cadence
• Sales enablement portal
• Rep training and role-play materials
• Onboarding materials
• Performance review framework

Out of scope

• individual product SKU optimization
• Retail/product attach optimization unless scoped separately
• Unrelated advertising strategy
• Unrelated marketing campaigns
• Unrelated ecommerce/product catalog work

Governance / approval path

• Shannon and Mark align Taylor on full scope and internal role.
• Taylor works with Ariel and eventually takes over internal training cadence.
• Weekly Friday sales manager meetings are mandatory for the first 90 days.
• Scope, budget, timeline, booking, email sends, and RFI closure require supervised approval.

Acceptance criteria

• Discovery completed.
• Sales scripts created.
• SMS/email cadence created.
• Sales enablement portal created.
• Studio managers trained.
• Role-play and onboarding materials created.
• Launch-readiness review completed before July 1.
• Ongoing coaching cadence established.

Pre-appointment

• Automated SMS/email education on membership benefits.
• Day-of appointment confirmation 30-60 minutes before appointment.
• Scripted front desk courtesy call.

During treatment

• Aesthetician tees up the membership conversation.

Checkout

• Front desk closes membership/package conversion.

Post-visit follow-up

• Joined + rebooked: thank-you call confirming great experience.
• Joined, no rebook: encourage next appointment booking.
• Rebooked, did not join: membership benefits follow-up.
• No join, no rebook: re-engagement sequence.

SMS automation strategy

• Day-of booking confirmation.
• Personalized SMS within minutes after visit.
• Fallback automation if rep does not manually follow up.
• SMS activity tracked for conversion analysis.

Measurement

• Rep-level follow-up completion
• Studio-level conversion
• Outcome-based follow-up path
• Manager coaching adherence
• First appointment membership conversion rate